Limbaugh's Loose Lips: Rush Limbaugh's Image Repair after the Sandra Fluke Controversy

Abstract

Radio personality Rush Limbaugh sparked a firestorm in February 2012 after calling Georgetown University law student, Sandra Fluke, a “slut” for her testimony before congress advocating mandated contraceptive coverage. After a 3-day tirade aimed at Fluke, and in the face of fleeing sponsors and heightened criticism, Limbaugh issued a formal apology to Fluke. This article applies Image Repair Theory to Limbaugh's discourse including both his initial defensive remarks and his formal apology. Although Limbaugh utilized a combination of image repair strategies, in focusing solely on the words he used to describe Fluke, this analysis finds his defense largely ineffective.

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